Customer. Handset. Delivering. Intelligent. Offers. Revenue Optimisation. Network Utilisation. Customer. Aquisition/ Retention. Operator Strategy DTE

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1 About Dynamic Tariffing Delivering Intelligence with ML & AI Features Types of Offers - PayG Types of Offers - Snapi Bundles Types of Offers - Stretchi Bundles Customer Engagement Toolkit Smart Communication with SnapTariff Offer Engagement Incorporating Operator Investments Digitata Business Advisory Services Among our Customers Customer Testimonials Contact Us

2 About dynamic TM tariffing Dynamic Tariffing, trusted by operators to intelligently price data, calls and SMS, now applies this intelligence to provide segmented and personalised offers. Our smart app, SnapTariff, provides data control and management, feedback on customer usage and behaviour, and the ability to present real-time offers such as smart bundling. Network Revenue Information Modified customer behaviour Network Information Cell Statistics Customer Select Offers/Calls Network Utilisation Customer Handset Delivering Intelligent Offers Revenue Optimisation DTE Operator Strategy Customer Aquisition/ Retention Device Cell Broadcast App Communication USSD Subscriber Registration Charging System (CS) Optimal PAYG Offers Personalised Smart Bundle Offers Customer Communication Segmentation Intelligent Algorithms

3 Delivering Intelligence through ML and AI OPERATOR STRATEGY SUBSCRIBER RESPONSE (BIG DATA) 2 Segment HVC / MVC / LVC 5 Revenue Optimisation 1 Speed Network Utilisation Customer Aquisition/ Retention Channels Online / IVR / USSD Customer Care Location Intelligent Algorithms Intelligent Algorithm Price Time Device 2G / 3G / 4G 4 Personalised offers taken up by subscribers 6 BUSINESS ANALYTICS: Forecasting and AB Testing Intelligent Offer 3 REACH AND ENGAGE SUBSCRIBERS 1. DTS allows a mobile operator to set their strategy based on three key aspects to achieve key business objectives and goals, namely: Revenue Optimisation, Customer Acquisition and Retention and Network Utilisation 2. From the strategy, the intelligence algorithms generate intelligent offers based on location, customer care, speed, time and price. In addition, the subscriber s segment profile, device type and channel of communication are factored into the calculation. 3. The Final Intelligent Offer is calculated. 4. The Intelligent offer is communicated to the subscriber through Reach and Engage mechanics on their mobile device. 5. The subscriber s behaviour/response is then stored and filtered back into the intelligent algorithms. 6. Through Business Analytics, DTS provides key metric reporting, observations, recommendations and outcomes which are used in the setting of the mobile operator s future strategies.

4 Features Big Data Platform Personalised Offers Segmented Offer Communication Smart Bundles by Segment, Area and Time + Strategy Comparisons and Forecasting Complete Revenue View Adding intelligence to existing operator product catalogues Optimization per Segment with Model Monetisation Supports inputs from OPCO campaign management systems and Big Data platforms 2G, 3G, 4G and LTE Support User-friendly Portal (GUI)

5 TYPES OF OFFERS Pay as You Go Offers PayG or pay as you go refers to our basic Dynamic Tariffing offering, where call, SMS and data prices are calculated according to the hour of the day, location, network capacity and segment, in order to achieve the key business objectives and goals of the operator regarding Revenue Optimisation, Customer Acquisition and Retention and Network Utilisation. PayG is a subscription service, and where and when the subscriber calls determines the price on offer. Intelligent Tariffs are updated hourly, calculated based on location, hour of day, network capacity & segment. Different discounts at the same time Strategies include Network, Revenue and Customer objectives 99% discount 45% discount 25% discount When/where you call determines price Subscription Small to unlimited

6 TYPES OF OFFERS Smart Bundle Offers In line with the need for improved customer value management, and customer expectations for greater value and more personalised offerings, Digitata's Dynamic Tariffing Solution now offers smart bundles, intelligently packaged and priced according to customer micro-segmentation, location, time, and network flexibility. These smart bundles can also be personally targeted to a segment of one according to the subscriber s observed needs. Snapi Bundles Subscribers needing a bundle of data immediately for a short period, will benefit from Digitata s short-term Snapi bundles. With Snapi bundles, the best possible price is determined at the time of purchase, according to size of bundle, duration, subscriber segment, location, device, and time of day. These bundles are valid for a shorter duration. Price is variable and determined at time of purchase according to segment, location, device, and time of day. Volume is fixed at the point of purchase When you BUY determines value Short term Small to unlimited dynamic TM tariffing Snapi 10MB 1 Hour 75 Keep checking back for the best deals hourly.

7 TYPES OF OFFERS Smart Bundle Offers Stretchi Bundles Subscribers needing a bundle of data valid for a longer period, but having some flexibility as to where and when they use that data, will benefit from Digitata s Stretchi bundles. With Stretchi bundles, a guaranteed amount of data is purchased for a fixed price, however the value proposition of Stretchi bundles is that the actual amount of data available to the subscriber is "stretched" further than the guaranteed amount depending on various factors at the time of use. The amount of bonus Stretchi data received is determined at consumption, according to location, device, and time of day. For example, a subscriber may purchase a guaranteed 200MB of data at $5. The very least amount of data he will receive would be 200MB, however he could benefit from 600MB of data (or much more) depending on when and where he actually uses the data, and the operator s strategy and metrics. Price is fixed and value/volume of bundle is determined at consumption, according to segment, location, device, and time of day.. 1X, 2X, 3X etc Stretch Factor When you USE determines value Long term Large bundles Up to x4 Stretch dynamic tariffing TM Stretchi 2.5GB Guaranteed 30 Days 2000 Keep checking back for the best deals hourly. The stretch amount changes hourly and provide up to 4x stretch of your regular data.

8 Customer Engagement Toolkit Intelligence Offers Intelligent Algorithms Intelligent Algorithm Dynamic PAYG Price Volume Validity Quality Location Time Network Smart Bundles Intelligent Offers Communication Channels USSD Cell Broadcast SMS SoCN/EoCN Smart App

9 Smart Communication with SnapTariff Digitata s smart app, SnapTariff, provides data control and management, feedback on customer usage and behaviour, and the ability to present real-time offers such as smart bundles. Dashboard Control Offers 3G 10:32 3G 10:32 3G 10:32 dashboard control offers dashboard control offers dashboard control offers data Left: 125mb takes priority Left: 787mb Gained: 75mb Snapi Bundle Stretchi Bundle total: 250mb mins left 120 total:1000mb days left 30 data Switch on data control Sort by Chrome Google+ on Most data 500mb 432mb off Snapi Bundle 250mb/30mins $1.99 Snapi Bundle 500mb/120mins $2.99 Snapi Bundle $ mb/180mins SALE 3G Review your Purchase Stretchi Bundle 1000mb/30days $ :32 Data Usage (Last 7 days) 1235mb 3235mb Gmail Setup app control 403mb 3G 10:32 Stretchi Bundle 1500mb/30days $9.99 Blocked Apps Trying to use data voice sms to other networks to other networks to your network to your network Free Data Maximum Stretch Medium Stretch Standard rate Out of Bundle Setup Gmail Savings You are seconds away from saving on your data Stretchi Bundles 1000mb 15mins 100 $ days

10 Offer Engagement 3G 10:32 3G 10:32 Select an bundle: MyOpCo Smart Snapi $ MyOpCo Smart Snapi $ MyOpCo Smart Snapi $ MyOpCo Smart Stretchi $ MyOpCo Smart Stretchi $ MyOpCo Smart Stretchi $30 dashboard control offers 20 MyOpCo Smart Snapi $5 50 MyOpCo Smart Snapi $7 80 MyOpCo Smart Snapi $ MyOpCo Smart Stretchi $15 dashboard control offers 250mb/30mins $ mb/120mins $ mb/180mins $ mb/30days $ MyOpCo Smart Stretchi $ mb/30days $ MyOpCo Smart Stretchi $ mb/30days $9.99 USSD purchase SnapTariff SnapTariff Generic App White Labelled App SnapTariff Integrated into Op Customer Service App

11 Incorporating Operators Existing Investments Digitata s intelligent algorithms complement the operator s existing investments by integrating with current operator components such as Big Data platforms, BI tools and Enterprise Product Catalogues. Operator Big Data Platform Operator Big Data Platform Big Data Platform Segment / MVC / LVC HVC Speed HLR DTC CDR el li g e nt Alg or it SD ls US SAS SGW CCC CBC CNH CGW OCS / ne R/ D e 3G / 4G vic e M W RS Int Chan NG EDR Time Location Price SOO 2G O n li n e / I V Portal PM Customer Care hm RSM RSM TGW Mediation BI Tools Campaign Management AE Intelligent Offer Enterprise Catalogue

12 Digitata Business Advisory Services Digitata s Business Advisory Services provide a comprehensive offering of services and analytics aimed at delivering a true understanding of the impact of Dynamic Tariffing on the operator s business. The support strategy is based on Digitata experience in many Dynamic Tariffing deployments. min Strategy Customer Revenue Tariff Usage Network Business strategy recommendations Product positioning Product evolution Product innovation Intelligent pricing Customer acquisition (new and migrated) Customer activity Customer retention Market penetration Subscriber spend analysis Revenue trend analysis Revenue DT/non DT comparison ROI analysis Price point evaluation Pricing strategy comparisons Net effective tariff analysis Minutes of Use Uncharged Minutes of Use SMS traffic Data volumes Utilisation analysis and optimisation Under utilised cell analysis

13 Among Our Customers Moov Ivory Coast deployed their dynamic pricing offering in Airtel Group has contracted Digitata Limited for the supply of the Dynamic Tariffing System to several of the operations within the group. Airtel Malawi deployed Airtel Zone, which is their implementation of Digitata s Dynamic Tariffing System, in November 2014, and Airtel Uganda followed in early Digicel Haiti launched ZonDigi, their Dynamic Tariffing offering, in September 2014, and Digicel Jamaica and Digicel Suriname followed. Vodacom SA, South Africa s largest mobile network operator, switched to Digitata's Dynamic Tariffing Engine to power their "Vodacom4less" offering in The system is fully deployed across all regions. Telekom Networks Malawi (TNM), Malawi's dominant telco, rolled out Yanga, their implementation of Digitata s Dynamic Tariffing System in October It touching about 80% of TNM s active prepaid base. MTN Uganda rolled out MTN Zone in July By October 2008, the service had attracted over 2 million subscribers, representing 60% of the customer base, with a 70% increase in call volume since the introduction of the service. MTN Ghana launched their MTN Zone offering in June By the end of 2008, their subscriber base had increased by 60% to 6.4 million subscribers. According to MTN, this growth is attributable to the success of MTN Zone. MTN Swaziland has been using Digitata s Dynamic Tariffing System since 2007, making them the first operation to launch a dynamic pricing product. MTN Swaziland s MTN Zone has been running successfully for over a decade.

14 Customer Testimonials The Dynamic Tariffing product was integrated quickly and efficiently by Digitata into the TNM network... [and]... has performed as claimed by Digitata. We are satisfied with the product and if presented with the same decision again, we would select Digitata s Dynamic Tariffing as our dynamic pricing tool of choice. CMO - TNM Malawi "In terms of product uptake this is the best performing in the history of any product launch in Uganda and most likely the region...our target was to reach 50 per cent of the base within 6 months, but we should reach that target over the weekend, an amazing response to an amazing product. COO - MTN Uganda "Dynamic Tariffing for me is the most powerful pricing innovation since the inception of mobile telecommunications, with a capacity to transform the fortunes of operators in very competitive markets, especially in emerging markets. Having managed and experienced it in different markets, I call it the Universal Soldier because, executed effectively, it delivers subscriber growth, ARPU stimulation, subscriber retention and loyalty, and is a strong tool for fighting price wars." Manager: Business Analytics and Pricing - MTN Ghana Zone helped us to grow revenues in the dead hours (midnight 6am) from US $300k to US $1,5m per month. CMO - MTN Uganda MTN Zone has continued to be a great success for MTN. Over 60% of our customers are on MTN Zone and this number has been steadily growing since its launch in 2008." CMO - MTN "From the outset, Digitata has exhibited a high degree of skill, competance and professionalism in the execution of its work. We are pleased with their workmanship, quality and timely delivery of services. They have always kept ahead of the changing needs of operation." Marketing Director - Airtel Uganda "We are satisfied with the (DT) product and are currently finalising an upgrade to the latest version to add even more sophisticated features. The support of the product by DIgitata's team is always professional and the ongoing development of the DTS proposition has supported our business needs." CEO - Digicel Haiti

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